Phyllis – Hence Creative

Phyllis Grove

EXPERT

Business Strategy

Phyllis is a consumer goods and enthusiast brand CMO who advises expansion stage companies on scaling their brands, consumer understanding, marketing and go-to market capabilities, organizational competencies and direct-to-consumer ecommerce business.

She provides valuable insights from 25+ years of leadership experience starting with Procter & Gamble and honed at Hydro Flask, Osprey and KEEN – quickly identifying relevant patterns, issues and opportunities to advance business growth strategy while anticipating risk. Phyllis loves diving deeper to understand the brand’s consumers to drive strategy, brand and marketing to the next level. She brings significant experience helping scale organizations, processes and talent to match growth objectives.

Phyllis is currently serving her seventh year on the Outdoor Industry Association Board, advising the Association on its long and short term strategy and plans to transform to a member-driven organization.

Home Base: Bend, OR, USA

Languages: English

Top Clients:

Hydro Flask, KEEN, Mountain Hardwear

Career Storyline

Phyllis has led marketing for several expansion stage companies, scaling their brands, consumer understanding, marketing and go-to market capabilities, organizational competencies and direct-to-consumer ecommerce businesses.

3.5x

brand revenue growth in 5 years

10x

brand DTC ecommerce growth in 5 years

brand awareness growth in 5 years

7+ x

evolved brand definition to drive growth

7+ x

next level consumer targets defined

5K+

opportunities identified, KPIs set and met, problems solved

Experience

SVP Marketing, Home & Outdoor

Helen of Troy
- Helped steer division (OXO, Hydro Flask, Osprey) division growth from $727M to $915M with Osprey acquisition, +2.7% organic growth and +20.8% EBITDA growth. Helped acquire and integrate Osprey.
- Standardized 70-person marketing organization and with comparable organizations across three brands to drive brand growth and achieve efficiencies. Hired three VP roles in two years to increase team competency and support succession planning.
2021-2023
VP Marketing & DTC eCommerce

Hydro Flask
- Identified opportunity to leverage Hydro Flask D2C eCommerce to fuel overall brand revenue growth of 3.5x in five years and significant brand awareness increases.
- Conducted consumer research to define target consumer and brand purpose to inspire all functions. Evolved brand positioning to inform next level storytelling and marketing.
- Grew team’s capabilities to deliver effective global, omni-channel programs including retail fixtures, packaging, consumer events, influencer campaigns, new category launches and international marketing guidelines and tool kits.
- Led Hydro Flask D2C growth of 10x in five years via profitable investment, My Hydro customization program, gift-oriented bundles, ongoing website improvements and customer lifecycle analysis.
2016-2021
Fractional CMO

Chief Outsiders
- Developed marketing plan and team evolution to drive 2x+ growth for start up B2C/B2B client. Plan included upgrades to thought leadership, enterprise marketing, e-commerce programs and digital marketing ROI.
- Developed value proposition, brand definition, initial marketing plans and KPIs/reporting plan for mid size mattress manufacturer’s D2C eCommerce channel launch.
2015-2016
Global VP Marketing

SOL REPUBLIC
- Led team of 16 to develop omni-channel marketing plans, content and influencer marketing, PR and integrated go-to-market plans to increase total U.S. retail sell through +78% and generate +54% traffic increase to solrepublic.com.
- Directed e-commerce team to increase conversion rate +50% and orders +44% during 2H 2014.
2013-2015
VP Marketing

KEEN
- Developed and launched new “Recess Is Back” brand campaign within 10 months of hire. Achieved record consumer and retailer engagement with omni-channel plan. Year 2 included launch of new in store fixture program.
2010-2012
Marketing Director

Mountain Hardwear
- Grew Mountain Hardwear brand awareness globally, behind tight brand definition. U.S. brand awareness more than doubled from 2005 to 2009; consumers showed high purchase interest and registered key brand attributes.
- Launched completely new website in September 2005 with new agency in four months. Helped design and open branded retail stores in Portland, Seattle and Tokyo with application to franchise stores in other markets.
2005-2010
Consumer Marketing Roles

Various Companies

Started marketing career Procter & Gamble and Dreyer’s Ice Cream to build foundation of classical training and best practices in market research, marketing and P&L management. First VP roles were with Kensington Technology Group, a division of ACCO Brands, as VP Product Management and then VP of the Security & Cases business team.